Samsung: Sparking the next generation of safe drivers in Australia

This case study explains how technology company Samsung repositioned its brand in Australia by focusing on local and emotional connections.

Samsung: Sparking the next generation of safe drivers in Australia

Natalie Skovron, Russ Mitchinson and Luke AtkinsonLeo Burnett Sydney

Synopsis

What you are about to read is a journey of a consumer electronics brand that originated in Korea but desires to be truly relevant in Australia. A brand that often relied on its innovation and smart products to differentiate itself. Consequently, a brand that had not been acting in ways to truly bond with people.

This case study reveals how you can be both the cause and resolution to an alarming societal problem. That through planning, you can turn...

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